Starting as a group of self-described “crazy people who wanted to do things,” Cirque du Soleil spent four decades creating an empire that redefined the modern circus. Delighting audiences around the world transformed their brand from solely live entertainment into a wider range of creative endeavors, including movies, apparel, boutiques, and nightclubs.

In order to steer Cirque du Soleil into its next stage of growth, Sterling conducted a robust study, including data excavation, stakeholder/partner interviews, and global consumer research to help inform the brand strategy that created the vision and positioning for the future. This work helped lay the foundation for Cirque du Soleil’s newly earned reputation as creators, producers, and distributors of creativity.